Part 2. MM4XL Tools > 2. Analytical Tools > Cluster Analysis > Technicalities

Cluster Analysis

Technicalities

The Cluster Analysis tool built in MM4XL applies the furthest neighbor, squared Euclidean distance method.

Between-Group This shows the dispersion between groups. The higher it is the better the segmentation.

Within-Group This shows the dispersion within groups. The lower it is the better the homogeneity of groups.

Standardization -This means preliminary processing data at each column by means of complete standardization with the formula:

Cluster Analysis Software for Marketing Segmentation

Best partition is the highest of all ratios [Trace(B) / Trace(W)].

Euclidean distance between point x and y is found with the formula:

Cluster Analysis Software for Marketing Segmentation

Center of group Xi is found with:

Cluster Analysis Software for Marketing Segmentation

Group capacity of group Xi is defined with the formula:

Cluster Analysis Software for Marketing Segmentation

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